Source: Hoare, Joanna. “Editorial.” Gender and Development, November 2007. Accessed November 15, 2016. http://www.jstor.org.erl.lib.byu.edu/stable/pdf/20461222.pdf.
In her editorial, Joanna Hoare discusses how the entrenched sexism in the film industry limits not only women, but also other minority groups. She begins her editorial by citing two major issues in the industry: the stereotypical portrayal of women and gender relations, and the lack of women in decision-making positions within media organization. These two issues form a vicious circle; because of the lack of women in higher positions in the film industry, women are portrayed as hysterical and incompetent, which creates an actual stereotype that women are hysterical and incompetent, thus hindering them from obtaining higher positions in any industry, not just in film.
Hoare also writes that a contributing factor to these problems is the concentration of media ownership in the hands of a few. Generally, these “few” are wealthy, white males. Mainstream media does not challenge or highlight the contributions that other (racial and class) groups have made to society because these groups do not have any ownership in media. Additionally, the portrayal of women (as well as other minority groups) has not improved because of this same issues. Hoare argues that it is important that women are represented accurately in media because, in a globalized world of mass communication, media is very influential over our values, attitudes, and behaviors. When women are misrepresented in media, then those representations will be how society comes to view women. Hoare writes that “articles written about, or for, women overwhelmingly portrayed them as domestic, submissive, sexualised, and obsessed with fashion and shopping.” These views are damaging because they reach a global audience, and soon a global audience could view women as submissive sex objects whose only interests revolve around physical appearance.
Hoare concludes her article by stating that since media is part of global communication, media can also be used to reverse the effects of damaging global communication.